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Excellence in Corporate Reputation

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Judging criteria:

The judges will be focusing on the following areas when scoring your entry. Write your entries accordingly.

  • What was the industry/organisation challenge/issue identified and how was it identified?
    What was your corporate reputation vision? (10)
  • Outline your clearly-defined corporate reputation strategy (10)
  • What measurements were used to determine the effectiveness of your corporate reputation  campaign?
    Show outcomes set against key objectives (15)
  • Evidence of all stakeholder (employee/community) engagement; a clear demonstration of how the activity or programme achieved real commitment to deliver the required changes in perceptions, attitudes or behaviour (10)
  • Stakeholder (both internal and external) feedback to demonstrate that the initiative/work undertaken is making a difference (10)
  • Show how the ideas from your corporate reputation  project are being embedded in/throughout your organisation (10)
  • Explain how this corporate reputation/CSR initiative is being sustained (built upon year-on-year). (10)

Remember: entries in this category do not have to be anonymised. Only one set of supporting materials required.

Don't forget: provide a copy of any previous submission for this work.

This category recognises ethically and socially responsible, sustainable initiatives that are being undertaken by pharmaceutical companies, healthcare communications agencies or professional associations. Entries should show commitment to making a difference to communities/society and building trust in and enhancing the reputation of, the pharmaceutical industry or healthcare communications industry with its stakeholders both within and outside the organisation. Entries should clearly demonstrate measurable outcomes and should describe how a strategic CSR/corporate reputation campaign or significant project has engaged well-defined internal and external stakeholders.

The judges will be looking particularly for how the issue around which the campaign focuses was identified and a sustained vision in the development of engaged and ethical business practice, alongside clear measurement and evaluation.

Your entry must include the following information:

  • Available resources
  • Number of team members involved
  • Budget - see bands below

IT IS ESSENTIAL TO PROVIDE BUDGET BAND INFORMATION, failure to do so will incur a penalty from the judges.

Band A under £10,000
Band B £10,001-£25,000
Band C £25,001-£50,000
Band D £50,001-£100,000
Band E £100,001-£200,000
Band F over £200,001.

If you are unable to provide budget information please state the reason in your submission.

Work conducted between January 2017 and December 2018 will be eligible.

Sustained projects that continue to build upon previous years’ corporate reputation projects are welcomed. Submissions entered previously must demonstrate how the programme has developed over time and a copy of the previous submission(s) should be included within the supporting materials.

Guide to measurement of corporate reputation: Corporate reputation is about the creation of a positive impact for stakeholders through ethical, socially responsible initiatives. To determine if your corporate reputation initiative that you are submitting makes a difference, all of the relevant stakeholders of an issue must be included in the assessment of performance. This might include:

  • Internal stakeholders - for example, the way that the implementation of a corporate code of ethics or values programme has affected day-to-day decision-making within the business. It might also include the impact made by HR policies, such as initiatives encouraging equality, corporate hiring strategies and employee benefit practices
  • External stakeholders - for example, transparency initiatives, reducing the negative effects of a product recall or product withdrawal or the positive effects of community-related corporate philanthropy
  • External institutions - for example, the impact programmes have upon a larger industry (such as the pharmaceutical or healthcare communications industries) rather than on any particular stakeholder group. So, the pharma industry’s contributions to pricing, data transparency, payments to HCPs, increasing access to vaccines/medicines, and the way in which the media has reported on these, has increased public awareness of the positive impact this has had on the wellness of the general population around the world. This heightened awareness has improved public perceptions of the industry as a whole, rather than one specific pharmaceutical company.

Entry Format

Executive Summary (max 200 words) 

Must be supplied separately from the two-page A4 submission.
If your submission is nominated for an award, only extracts from executive summaries will be published, allowing you to ensure it contains no confidential information. No other part of your entry will be reproduced. Please note that the judges will not see the executive summary and it does not need to be anonymised.


(unless otherwise indicated in the category description).

1. Situation/Market Analysis

A description of the situation/environment before you undertook the work. For example:

  • What information, research, analysis etc that led you to identify the problem, issue or opportunity
  • What insights that helped you work towards a plan or solution
  • Provide benchmark data* (if available) so that the judges can see what the metrics/trends were before the programme began. They can then see changes from baseline metrics brought about by your programme or initiative
  • What challenge(s) had to be overcome.

2. Objectives

Provide clearly defined SMART objectives 

The judges recommend no more than five.

  • Make sure you clearly identify key audiences and define benefits to them and to stakeholders and the organisation

3. Strategy

Describe your strategy

  • What was the plan/approach adopted to meet your objectives?
  • Who was involved in the delivery team (both internal and external)?
  • What was the rationale for any collaboration with external stakeholders?
  • Was there a part of the strategy that was truly innovative/groundbreaking?

4. Tactics

  • How was the strategy implemented in line with your objectives?
  • What channels/tactics did you employ to implement the strategy and why did you select these channels?

5. Effectiveness: Outcomes vs Objectives

Demonstrate how outcomes were delivered/achieved against your stated objectives. Show clear evaluation of:

  • Outtakes (knowledge, attitudes, opinions, levels of confidence, number of people who heard about the campaign etc.)
  • Outputs (volume of coverage, number of leaflets, hits to websites etc.)
  • Outcomes (quantifiable changes in behaviour or action taken as a result of the campaign).

What did success look like for the campaign? Show the real benefit that the work delivered for stakeholders, patients and the organisation.

*This is where you should refer to the benchmarks you identified earlier.

6. Stakeholder Testimonials and Client Verdicts

You must provide a minimum of one (maximum three) independent, third-party stakeholder testimonials. These will be scored by the judges in terms of their quality and relevance and can significantly influence your overall score.

You will also need to provide a minimum of one (maximum three) client testimonials.

  • Approved quotes may be submitted as a letter, fax or email supporting the overall effectiveness of the programme or activity, but the quotes themselves must be included in the two-page submission.
  • Include contact details for the stakeholder(s) (email address and telephone number) for verification purposes
  • If the stakeholder(s) references are confidential, please highlight this on the entry form.

7. Lessons Learned 

What lessons did you learn that would help with future work?

8. Supporting Materials (not included in submission length limit)

  • ESSENTIAL: A summary sheet must be supplied with supporting materials, detailing each of the supporting materials and clearly referencing where evidence can be found to support claims made in the entry about outcomes, such as shifts in awareness, attitude and reported behaviour, eg info on sample size, method of data collection etc. Entries will not be accepted without this document.
  • Where possible, provide a copy of the original brief from the client
  • If you have submitted the same campaign/work previously, provide a copy of the previous submission(s).
  • Supporting Materials do not need to be submitted until Friday 29 March 2019.

Category Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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